Waftr.com
Author

Shuruthi Sellamuthu

Founder, Waftr

Shuruthi founded Waftr and runs its client delivery and reporting. Her guides start from faults the team meets in client audits, such as a Direct channel that quietly absorbed ChatGPT referrals, or conversion counts that never match the CRM. She is certified in Google Analytics and Google Tag Manager.

Read her latest guide LinkedIn profile
4 published guides
GA4, Search Console, AI search
Based in Chennai, India
Writing since May 2026
All guides →
Posts

Guides by Shuruthi Sellamuthu

Five guides on GA4 accuracy, GA4 setup, Google Ads conversions and AI search measurement, newest first, each with the steps to run the fix yourself.

  1. Laptop showing a cookie consent banner, one reason Google Ads and GA4 conversions differ
    Attribution

    Google Ads vs GA4 conversions

    Why the two tools disagree on attribution, conversion dates and consent, with a quick test that shows which cause is yours.

    October 14, 2026Read
  2. How to check AI traffic in GA4: a GA4 report beside ChatGPT, Claude, Gemini and Perplexity logos
    AI search

    AI traffic in GA4, two ways

    Find ChatGPT, Gemini and Perplexity sessions with the AI Assistant channel, then rebuild the history with a regex channel group.

    June 12, 2026Read
  3. AI Overviews and AI Mode impressions in Google Search Console, with Waft, the Waftr mascot
    Search Console

    Search Console's Generative AI features report

    Read AI Overview and AI Mode impressions page by page, and work around the clicks and queries it leaves out.

    June 3, 2026Read
  4. GA4 data inaccurate: Waft, the Waftr mascot, investigating seven reasons on an evidence board
    Attribution

    Seven reasons GA4 data drifts

    Bots, sampling, modeled consent data and payment self-referrals, each traced to the layer where it enters.

    May 16, 2026Read
  5. How to set up Google Analytics 4: Waft, the Waftr mascot, beside a GA4 setup checklist
    GA4 setup

    Setting up GA4 from scratch

    Eight steps in build order, from a written tracking spec to the BigQuery link on day one.

    May 16, 2026Read
Background

Where her analytics work comes from

A computer science engineer by training, she founded Waftr and runs the client side of every GA4, Tag Manager and consent project.

  1. NowFounder, WaftrClient relationships, operations, delivery and reporting for GA4, Tag Manager and consent projects.
  2. EducationBE in Computer ScienceEngineering degree, Tamil Nadu.

Tools she works in

GA4 Tag ManagerSQLExcel

About Waftr

Waftr builds and maintains GA4, Tag Manager and consent setups for teams in the US, UK and India. Behind the guides sits a delivery team with 13 years in digital analytics across 10+ industries and 50+ global teams.

Meet the Waftr team

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